Europe to penalize websites for not removing ‘illegal content’ within an hour

The European Commission (EC) made some rules and recommendation for the removal of “illegal content” (primarily terrorist indoctrination) from all the website within Europe. At the time, the guidelines were spontaneous; now the European Commission will force fines if the tech companies and publishers fail to comply.


Recently, the Financial Times revealed that regulations will be announced next month for a survey. The obligatory rules would require the content in question to be expelled within an hour following warning notification.

According to EU commissioner for security, Julian King, The European Commission is taking this action because there hasn’t been sufficient voluntary action and progress. “Illegal Content” is widely defined to include “child sexual abuse material, terrorist content, counterfeit products, incitement to violence and hatred and copyright infringements.”

Copyright Infringement is an area of prosecution that could have a negative impact on speech and could turn out to be highly problematic. Europe has no “fair use” defense to claims of copyright infringement, and the new rules could potentially chill satire and political criticism.

There is still something to work on like: What the financial penalties would be. And who will verify whether the content violates the rules or not?

The European Parliament and a majority of EU member states would approve the draft regulations. They would reportedly apply to all the websites regardless of their traffic or size.


Points to keep in mind while choosing a link partner

When you get a backlink naturally, you don’t look to see if the website linking to your website is a good linking partner. They just link in, and eventually, you look if you need to.


Most of the websites don’t simply accumulate backlinks on their own, they use some sort of link building strategies to get them.

Here, we will home in on how we at first decide if a site will make a good linking partner.

Checklist of questions

  1. Is there contact information on the website?

Obviously, we don’t need to see where a blogger lives, but what if we don’t find a way to contact the webmaster on the site? These sites, of course, don’t want to be reached. Just having a contact form on a site can raise a flag for our site. Always look for a telephone number, email address and social media accounts that show the website has an active webmaster behind it.

  1. What does the traffic look like?

Always confirm that the traffic is steady or increasing. Majority of the traffic should come from the website’s geographic target area. Always neglect the sites whose links are coming from link farms or communities. Avoid websites with big traffic crashes.

  1. Is the site indexed in Google?

Lack of appearance in Google is the biggest sign of something wrong with a webpage. You should probably avoid the websites which are not shown up in Google.

  1. Does the website openly sell links?

You would be amazed at the count the websites which sell links, even websites which you would never imagine being in this selling links game. You should always check whether a site is offering a paid link program publicly on their website. It is recommended to avoid websites which are offering paid link building programs.

  1. Does it look like your link would be a natural fit for the content?

Lastly, this is the thing which truly matters. You should always add your link where it fits naturally in the content. Because there is no reason to add links to a site selling fashion products if you are a site promoting call center software.

Facebook rolls out first video creation tool for Advertisers

This tool will help advertisers to add motion to existing video or images or to create video ads from company assets like photographs or logos.


The social media giant, Facebook has rolled out a set of tools to help marketers create video ads. The advertiser can use the tools to add motion to existing video or images or to create video ads from company assets like photographs or logos.

In its recent blog post, Facebook said, “it has found that mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.”

The new tools include:

Video Cropping tool: This new tool of Facebook helps the advertisers to crop videos to Facebook’s recommended aspects ratios of 1:1 and 4:5 for feed, 9:16 for stories and 16:9 for in-stream.

Video Creation Kit: This tool help turns existing text and images into mobile-optimized videos framed in 1:1 for feeds and 9:16 for stories on Instagram and Facebook. Under Publishing Tools on a brand’s Facebook page, you can find four templates to achieve the following business goals:

  • Promoting a product:A 6-second ad focusing on a key product to generate interest and sales.
  • Selling multiple products:A 6-second ad showing a selection of products, promoting special offers, and driving sales.
  • Showing product benefits:A 15-second ad highlighting product features, using case studies, or explaining how a product works.
  • Driving product discovery:A 15-second ad designed to bring a brand to life and share what makes a product unique.

Animate Option: This option automatically creates a video from still photos like a static ad or company assets like photographs or logos. A user can also use this option while boosting a post. They can then use the video as created or customize it as seen below.

facebook video tool

5 types of negative reviews Google will remove

On the Google My Business Forum, we observe threads and themes from business owners who want Google to remove their negative reviews.

There are lots of situations where we can’t do anything in light of fact that the reviews don’t break the Google’s Review Guidelines, but there are also some scenarios where it is likely Google will remove the negative reviews.

Here are a number of real cases which will help anyone experiencing a similar situation.

Review case #1

There are numerous cases where an individual will create multiple profiles and will leave a review of his/her experience about a business he/she has an agenda against.


In this case, a business in Amsterdam received numerous one-star reviews from the same individual who was also sending them threatening emails.

Review case #2

Restaurants aside, it is uncommon for an individual to be a customer of multiple locations of the same business. When a single individual leaves a negative review for multiple locations of a business, that’s usually an indication of Review Manipulation.

review 2

Review case #3

This case includes a racist and illegal review left against a school. In this case, an individual has left a review claiming that the school offered him an illegal drug and affiliated with a racist organisation.

The review negated itself and appeared to be outlandish, so the review was removed.

review 3

Review case #4

Leaving a negative review for a current or former employer is against Google Review Guidelines. This strategy was just changed from current employees to both former and current employees.

review 4

 Review case #5

Here in this case, when you find a person leaving you a negative review while leaving your competitor a positive review, this is generally a sign that the person behind these reviews is the competitor.

review 5

In this example, the business below received several negative reviews in one day, while leaving a positive review for the same competitor. This types of review are also removed by Google.

Email Marketing turned 40 this year. Now what?

Email Marketing is presently the best digital marketing channel for businesses across all industries. According to a Relevancy Group study conducted with OneSpot, the channel was responsible for 20% of the average business’s revenue in 2017.


Given the measure of revenue email generated, it’s nothing unexpected that email marketing has turned into an exceedingly advance practice. The present email marketers use personalization, strategic segmentation and content development strategies to stand out in crowded inboxes and maximize conversions.

The future of email marketing

There is no doubt that email marketing has made some amazing progress over the last 40 years. Despite the fact that the practice is highly effective and serves as a core strategy in almost all brand marketing campaigns, there’s still more advertisers can do to enhance their email correspondence with consumers.

While advertisers embrace strategies like personalization and segmentation, and incorporate value-added content beyond offers, engagement is yet an issue. Subscribers get such a significant number of promotional emails that they need a reason to engage with a brand via email long term. That implies marketers must work much harder to influence their messages to stand out from the rest of the content that lands in subscriber’s inboxes.

The most effective email advertiser adopt an agile strategy to separate themselves from competitors. That implies testing every single campaign, learning a lot, failing fast and changing course accordingly. The email marketing world is loaded with innovative ideas that hold the possibility to fuel future program development — you should simply test.

On the substance and coding front, the following real change to email will probably be the growth of interactive email experience. Intelligent email truly began to come to fruition as of late with the presentation of AMP for Gmail, which enables email clients to communicate with email content much like a site.

Interactive emails like these will allow marketers to cut through the stream of messages in the inbox, but marketers will need to ensure they have the necessary team and resources in place for email interactivity to truly take off.

It’s inspiring to see how the industry has evolved and improved since that first email blast, and I’m excited for whatever innovations are in store for the next 40 years of email marketing.

When it comes to bid management, there is no reason to manage bid manually

There is no reason to manage bid manually, let the machines do the heavy lifting. It is best to automate the tedious work humans used to do to calculate Cost Per Click (CPC).

The rise of automated bidding

Where once bid management was as basic as setting a maximum CPC, things got more intricate after some time as Google presented new levers for bid adjustments to control bids for geographic locations, devices, dayparting, demographics and now, custom audience. With that numerous adjustments, a single keyword alone could require upwards of 10,000 bids to account for every possible situation.

manual bid

This is more than the normal individual can deal with, so it makes sense to get assistance from computers, particularly now that machine learning has begun to deliver great outcomes for automated bidding.

There is a critical part for a human to play in bid management, but that role is not to manage CPCs manually. Here what we should focus on:

  1. Implementing the solution and required tracking
  2. Selecting the appropriate automation
  3. Tweaking targets to better align with the needs of the advertiser
  4. Monitoring operations

Bid strategies from Google Ads

There are seven strategies currently available, four of which fall under a subset Google calls Smart bidding. The other three don’t have a special name and while we won’t refer to them as “dumb bidding,” they tend to have less to do with the bottom-line of advertisers and more with vanity goals, so perhaps they are not that smart.

bid strategies

Smart Bidding

Smart bidding is a subset of bid strategies and contains four conversion-focused goals: Target ROAS, Target CPA, Maximize Conversion and Enhanced cost per click. It uses the most recent machine learning models to predict which factors of an auction are likely to lead to differences in value-per-click and conversion rate and uses this to set the right bid for every auction.

Target ROAS. This methodology sets bids to maximize conversion value or revenue while averaging to a target return on ad spend (ROAS). While this methodology requires only 15 conversions in the past 30 days, Google prescribes you have no less than 50 consistent conversions. So if execution changes oftentimes in light of the fact that you have different sales and promotions running, this strategy may not work well.

Target CPA. Using machine learning and utilizing historical information from your campaign, this smart bidding strategy optimizes your bids to get as many conversions as possible at your average target cost per acquisition (CPA).

Maximize conversions. This strategy is like Target CPA in that it tries to drive the most possible conversions. However, unlike Target CPA where the CPA is the value that limits bids, here, the budget is the restricting variable. A Target CPA strategy may not spend the entire budget if it can’t find enough conversions that average to the target.

Enhanced cost per click. This smart bidding methodology causes you to achieve a higher number of conversions by raising or bringing down your bid in situations where the algorithm believes that a specific search is pretty much liable to lead to a conversion.


Machine learning has made considerable progress since Google initially began using it in AdWords to calculate Quality Score. Presently it can deal with a variety of bid management scenarios and automate the tedious work humans used to do to calculate the CPC bid based on business goals.

More automation from Google Ads is good for PPC careers and tool makers

We’re currently all adjusting in accordance with the new interface of Google Ads. Change at what was formerly called AdWords is constant, and a portion of the greatest adjustments we’ll have to acclimate to may still be in store.

Automation is growing our market

Expecting that over a long haul, most PPC tasks will be fully automated, we can start moving to a new role where humans add a lot of value.

Smart campaigns are an evolution of AdWords Express to help small local firms and businesses advertiser. Smart Shopping campaigns are a simple way to get a great return on advertising spend (ROAS) for retailers who haven’t made sense of how to do this through smart structures, granular bid management and query fencing.

Automated bidding to Maximize clicks is valuable for the marketers who can’t make sense of how to track conversions. At the risk of stereotyping, these are all situations including cautious new advertisers, the ones unlikely to have a budget to hire an extremely experienced PPC expert to help do things the correct way.

In short term, this implies organizations will have more prospective customers willing to pay their charges, and as tool makers, we will discover approaches to help make the lives of these agencies easier as they work on scaling their operations.

Automation is good, but machine learning is overkill

Google is an organization that shoots for the moon, thus they have all the earmarks of making the biggest innovations in artificial intelligence. While that is certain to push what we can accomplish with online ads, sometimes the automation we truly require is significantly much simpler.

When you started working in PPC, you knew the change was a constant, so if you’re willing to keep up with and take advantage of those changes, I guarantee you’ll discover plenty of opportunities to make yourself invaluable to your customers.

Google updates user management and rights in Google Search Console

Google’s update in Search Console – a collection of tools to help website owners, marketers, webmasters and SEO professional monitor website performance in the Google search index – alter the way user permission, user management and rights work, making users more accountable.


Here are the important changes happening now and in the near future:

  1. The new Search Console enables you to share a read-only view of many reports, including AMP, Mobile usability and Index coverage.
  2. Google added better history tracking to show which user perform which significant property-affecting modifications such as changing a setting, submitting a new site map or validating an issue.
  3. An uncomplicated permission model where Google will limit the “restricted” user role to read-only status.
  4. All users will be able to see critical messages, no matter if they only have the lower level of permissions or the highest.
  5. In the new user management interface, all users can see and manage (if they have rights to do so) user roles for all property users.
  6. Read-only users will no longer be able to perform any state-changing actions, including sharing an issue or starting a fix validation.

Google said,” It has not yet rolled out all the permission changes, specifically the updated user management that enables the ability of restricted and full users to easily see a list of other collaborators on the site.”

4 ways to avoid indexing issues and duplicate content on your e-commerce website

Before a webpage can rank well, it needs to be crawled and indexed. More than some other kind of website, e-commerce sites are well-known for developing URL structures that create indexing and crawling issues with the search engines.

avoid duplicate content

4 ways to keep your e-commerce website’s indexation optimal.

  1. Optimize sitemaps, navigation links and robots.txt file

These three components are key to strong indexation. It is imperative to note Google and Bing’s rules still say pages ought to be reachable from at least one link, and sitemaps by no means disqualify the significance of this.

The most important thing is to make sure that your robots.txt file is functional, and isn’t blocking Google to crawl any part of your website you want to be indexed.

  1. Proper use of canonicalization and noindex

Things that should be canonicalized:

  • Canonicalize paginated substance to a combined “view all” page.
  • Copies made by faceted navigation and URL parameters should canonicalize to the standard version of the web page.

Things that should be noindex:

  • Any shopping cart and thank you pages.
  • Any staff login pages and membership areas
  • Any duplicate or near to duplicate pages that cannot be canonicalized
  • Product categories that are not adequately unique from their parent categories
  • Internal search result pages
  1. Good and Bad filters

At the point when should a filter be crawlable by the search engines, and when would it be a good idea for it to be noindexed or canonicalized?

Good filters:

  • Should help specify a product
  • Should act as a useful extension of your product categories

Bad filters:

  • By keeping user preference that modifies the design or layout but doesn’t affect the basic content
  • Reorganising the content without modifying it, such as sorting by popularity or price
  1. Get a handle on URL parameters

Uniform Resource Locators are the most common cause of duplicate content and infinite spaces, which severely limits crawl budget and can dilute signals. These variables are added to your uniform resource locator structure that carries server instructions used to do things like:

  • Filter items
  • Return in-site search result
  • Sort items
  • Customize page appearance
  • Track signal information or ad campaigns to Google Analytics

Some of Google’s Recommendations on proper implementation:

  • You should only allow pages to crawled if they build new content for the search engines
  • You should never allow links to be clicked for categories that feature no products

Always use standard URL encoding

Google’s exact match close variants expand again: Now include same meaning variations

Google’s exact match keyword targeting means the keyword needed to coordinate precisely whatever query the searcher used. At that point, close variations came into the mix, and that definition has relentlessly transformed over the past few years. To start with, the inclusion of incorrect spellings, plurals and other similar variants came in 2014, and after that, in 2017, function words and different word order took hold.

google exact match

Now phase three is here.

On Thursday, Google reported another change to what are viewed as close variants of an exact match keyword to include varieties that offer same meaning as the keyword, including paraphrases and suggested words. The exact words are not any more the sole trigger for your ads to appear on exact match keywords.

Google says the key is that the intent and meaning of the query match the keyword.

Google offers the example of the exact match keyword [yosemite camping]. With this change, [yosemite camping] will now match to queries such as “yosemite campground” and “campsites in yosemite.”

exact keyword example

If Google’s framework understands the purpose of the query is different than the keyword, it won’t match it. In this case, [yosemite camping] would not match to queries such as “yosemite hotel” or “motels in yosemite,” says Google, because the intent of a searcher looking for hotels and similar lodging is different from that of someone looking for places to camp.

As indicated by Google, the early test demonstrated that advertisers that were using fundamentally exact match keywords saw, on average, 3 percent more conversion and clicks on those keywords. A large portion of that lift came from queries they weren’t currently reaching.

Google says it will keep on preferring the actual exact match — the identical keywords — used in the query over any paraphrases or same meaning keywords currently in campaigns